Q: Why are the Identity Guidelines necessary?
A: Establishing a consistent image and voice for a large institution such as Texas Tech University requires a common framework and graphic language from which designers, writers and publishers can work. When you consider the amount of daily correspondence, print collateral, environmental applications, as well as specialty applications being produced by numerous designers and vendors, the opportunity for inconsistencies is enormous. Identity guidelines provide a common reference point from which graphic standards for our identities, color, typography, imagery and layout can be consistently produced. In addition to the very pragmatic financial and managerial benefits, a consistent image and experience builds awareness over time and firmly establishes a presence in the minds of the audiences we most want to reach and influence. Click here for a detailed explanation of the research and rationale behind the guidelines.
Q: Who must follow these guidelines?
A: Anyone and everyone who is producing any communication materials, printed or electronic, on behalf of the Texas Tech University System, that represents the system as a whole or as units. Organizations not under the direct management and supervision of Texas Tech that market non-academic products or services to the student population are not allowed to use the identity system. Contact Dailey Fuller in the System Communications and Marketing office at (806) 742-0057 to find out the requirements of your organization.
Q: I have a special project that does not seem to be addressed in the Identity Guidelines. Can I make exceptions?
A: The Identity Guidelines is a living document that will be updated and amended to address exceptions or issues not identified at the time of publication. However, when they do arise, judgment calls will need to be made on a case-by-case basis. You should not make exceptions without first consulting Dailey Fuller in the System Communications and Marketing office at (806) 742-0057 or your divisionís marketing director.
Q: What flexibility do I have in using colors other than red and black?
A: The university has official colors that are used on all of its signatures, Texas Tech Red and Black. No other colors may be used. There is a primary and secondary color palette that helps to distinguish its marketing and communication materials. Each primary palette uses our official colors to varying degrees along with white or gray. The university's materials are especially distinguished by their dominant use of Texas Tech Red and Black. The university also has secondary palette that is intended for information graphics such as tables, charts and graphs, as well as for distinguishing additional typographical hierarchies when necessary. Secondary color palettes should never replace the primary palette nor play a leading role in collateral.
Q: Can we reconfigure or change the wording on any of our official identities?
A: No. Official Seals and Signatures should never be altered in any manner. These master configurations have been carefully created for the most pleasing character spacing and name relationships. If you discover an application that requires additional analysis of the effectiveness of a current configuration, contact Dailey Fuller in the System Communications and Marketing office at (806) 742-0057 for assistance.
Q: I really love using the Double T. When can I use it?
A: The Double T is a Spirit Mark. Its use is appropriate any time we want to highlight the spirit and traditions of Texas Tech and there's always a place for that in our marketing and communication materials. We've provided guidelines for understanding when and where its use is most appropriate, as well as examples of applications. The Double T is also highly recognizable as the "Athletic Mark" of Texas Tech University athletic and sports programs and, as such, the degree of its presence must be carefully considered when using it in marketing and communication materials highlighting our academic offerings. We've provided guidelines for Spirit and Athletic Marks to ensure that we provide an appropriate presentation.
Q: When is it appropriate to use Spirit Marks?
A: Spirit Marks such as the Double T and the Masked Rider graphic are the ideal choice for when we want to invoke the spirit or traditions of Texas Tech. That spirit can range from the friendliness and openness of our culture to our fierce competitiveness. It's important to consider which aspect of our spirit is being invoked and whether the Spirit Mark you've selected is right for the communication piece. The use of Spirit and Athletic Marks is closely managed by the department of athletics to ensure proper "in-house" use by the university communities and that proper licensing is obtained for external use. Contact Paige Holland in the Athletics Department at (806) 742-1195 for all inquiries related to use of the Double T and other Spirit and Athletic Marks.
Q: I'm not part of the Texas Tech staff but I'm a vendor partner (advertising agency, design firm, production designer, printer, etc.) that produces marketing and communications solutions for Texas Tech. Do these Identity Guidelines apply to me?
A:Yes, the Identity Guidelines apply to all who are working on behalf of the university across all of their academic campuses and centers. Discipline to our graphic standards and guidelines is critical to our ongoing relationships with our valued partners. A thorough understanding and agreed use of these guidelines are a prerequisite for producing work on behalf of the Texas Tech University. Contact Dailey Fuller in the System Communications and Marketing office eat (806) 742-0057 for information about training or questions regarding the use of these Identity Guidelines.
Q: What is the rule with regard to adding logos of affiliated organizations?
A: In specific instances where an identity of an affiliated organization is required, follow the same guidelines that we use for adding the Double T to the bottom right-hand corner of letterhead. The additional identity must be no larger than seventy-five percent the overall size of the Coat of Arms. For more information, review the section on Spirit and Athletic Marks in the official identities section of the guidelines. For additional assistance contact your marketing coordinator or Dailey Fuller in the System Communications and Marketing office at (806) 742-0057.
Q: What is the correct way to refer to the "system"?
A: When writing about the Texas Tech University System, on first reference use the full system title.
Q: Where can I find approved photography to use?
A: Texas Tech offers a wide range of options for designers who require photographs. This archive currently contains transparencies and digital images in both black-and-white and color. It is regularly replenished with photos of locations, activities and events taken by Texas Tech staff. To identify photography that is appropriate for your marketing materials, contact Dailey Fuller in the System Communications and Marketing office at (806) 742-0057.
Q: To what degree may publications create their own personality within the confines of the identity guidelines?
A: Publications such as magazines, newsletters and online newsletters should not look like university collateral; however, they should look as if they share the same DNA. These publications have the flexibility to create their own distinct personalities, yet simultaneously they should share the color palette, typography and basic grid structure of the Texas Tech University System graphic identity.
Q: I'm not able to open an EPS file on my computer. What should I do?
A: All master graphics for our official identities are Encapsulated PostScript (EPS) files. They are primarily used by design, production and printing professionals who are accustomed to working with these high-resolution files in advanced design and illustration applications such as Adobe Illustrator, InDesign, PhotoShop and Quark Express.
These file types are not typically used in low-resolution applications such as Microsoft Office due to their larger file size. File formats that are appropriate for your printing needs may be requested by contacting Dailey Fuller at (806) 742-0057. Lower resolutions files suitable for electronic publications can be requested as well.
Q: I need a departmental logo. Who do I contact?
A: Contact Dailey Fuller at (806) 742-0057.
Q: What is the best way to use this resource?
A: The Identity Guidelines are comprehensive. The best way to use this resource is to get as familiar as possible with our underlying strategy in "The Texas Tech Brand" section. This section goes over what has made Texas Tech what it is today and how we want to position ourselves in a highly competitive market. Get to know the key concepts and attributes that we want to reinforce every time our name appears and every time we interact through our various communication vehicles. This will help you to grow familiar with the system's new characteristics and will help guide you through all your future interactions.
To some degree it will be like increasing your vocabulary – much will seem intuitive and familiar, yet much of it will be new. Ideally, you should take some time to become fluent before you launch into your next assignment. You should understand the grid and color strategy, the typographic considerations and the photography categories. Once you have a good grasp of the guidelines, you will intuitively know what is on brand and what is not. If you have questions, first refer back to the guidelines to make sure you've read through them carefully.